ATLAS spends a sizeable amount of money every year in research and development activities aimed at improving the product design, obtaining material optimization, improving surface finishing methods as well as better handling and packaging techniques.

A highly developed research and development wing of ATLAS is the only center of its kind in India. This in-house R & D center is a totally computerized unit, recognized by the Government of India. It conducts continuous intense research and development activities in every area related to the modern bicycle industry - including research in alternative materials, developed processing, kinetics, aerodynamics, reduction of human fatigue and other various innovative technologies.